Factors influencing hotel service quality in Hua Hin District

Abstract

      The objectives of this research were 1) to study the influence of business factors on the service quality of hotels in Hua Hin district; 2) to study the customer service behavior that influenced the service quality of hotels in Hua Hin District with quantitative research methodology
(Quantitative research). The population was those who visited 25 hotels in Hua Hin District using a simple random sampling method. The number of customers who use the service per day in 8 places was randomly drawn. The sample size was calculated using Taro Yamane’s formula, with 345 people. The statistics used were percentage, mean and standard deviation. The difference was analyzed by using statistics (analysis of variance ANOVA). The finding found that: 1) the age of most hotels is less than 10 years, representing 60.0 percent and the nature of management.
Self-managed business owner accounted for 57.68 percent. 2) Information on customer service behavior; the sample gives reasons for choosing to use the service with the hotel to travel to Hua Hin for the most visiting or visiting relatives in Hua Hin 43.47 percent took only 1 night to stay, representing 55.6 percent. The first reason was that they had stayed and liked it, which was the largest number, accounting for 35.6 percent. Secondly, to meet their specific needs.27.0%. Lastly, they received advice from friends or acquaintances. There are 22.9 percent the sample who had both been to and never stayed at that hotel. The number of people who have stayed at this hotel before is 55.39 percent. 3) The difference between business factors and service behavior affects the quality of service provided by the respondents. The reasons for choosing a hotel service the impact on customer service quality varies significantly at a .05 level. It does not affect the difference in the assessment of the quality of the five services statistically significantly at the .05 level in other words, the customer’s opinion of the quality of service. It’s not up to ever staying that feedback from the guests should pay attention to detailed service quality in response to guests’ needs. Moreover, the staff should receive training and attention to maintain the surrounding premises so they look new and modern, which can create more facilities to customers thoroughly and quickly.